EP264: What Should Ecommerce Brands Be Reporting On, And Why, With OmniCommerce's Consulting Director Joe Fletcher

Summary: In this episode of the Inside Commerce podcast, Paul Rogers and Joe Fletcher discuss the critical aspects of ecommerce reporting, focusing on the importance of data measurement, key performance indicators (KPIs), and the challenges posed by new tools like GA4. They explore the significance of conversion rates, tracking, and common mistakes businesses make in their reporting processes. The conversation also delves into how businesses should approach their reporting needs, the value of understanding customer behaviour, and the various methods of attribution that can be employed to gauge marketing effectiveness. Key takeaways: Ecommerce has matured significantly, especially post-iOS changes. Critical KPIs should tie back to fundamental business outcomes. Conversion rates need to be contextualised for meaningful insights. GA4 presents challenges but offers powerful data if utilised correctly. Tracking issues can lead to downstream reporting problems. Data silos can obscure the true performance of marketing efforts. Businesses should start with their needs before selecting reporting tools. Customer sentiment is a vital but often neglected metric. Understanding the value of customers is essential for growth. A hybrid approach to attribution is often the most effective.